"Travelers are increasingly using conversational AI to plan trips, but closer to booking, they often rely on traditional Google search and trusted websites."
"I'll do that research on an LLM and then I'll go back into normal Google - one, to verify what I've looked at, but also when I'm ready to convert,"
"That behavior is just one part of Google's broader advice for travel brands, including to focus less on generic keywords and more on how AI interprets content - from images to reviews to user intent."
Travelers increasingly use conversational AI and large language models for initial trip research, discovery, and recommendations. As booking time nears, many revert to traditional Google search and trusted websites to verify information and complete reservations. Google advises travel brands to deprioritize generic keywords and instead optimize content for how AI interprets images, reviews, and user intent. Improving signals that help AI understand offerings and intent can enhance visibility in conversational tools, while strong accuracy and trust signals support conversion through search-driven channels. Aligning discovery and verification pathways can improve the overall conversion funnel.
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